隨著社交媒體的興起，虛擬網紅如雨後春筍般的出現，且他們的出現已普遍得到大眾的認可。這些虛擬網紅是人類網紅的延伸，也促成了企業不再僅能尋找「真人」做為品牌代言人，而是可以利用虛擬網紅發展前所未有的商業策略。本研究擬在虛擬網紅特質對購買意願之影響且以品牌形象為中介變項，探討是否會因為品牌形象之不同而在虛擬網紅特質與購買意願之間產生差異。本研究根據文獻建立研究架構與四大假設，採取網路問卷調查法，共回收 255 份有效問卷，經由 SPSS for Windows 10.0 統計套裝軟體進行分析，以驗證研究假說。研究結果顯示四大假設部分成立，重要結論如下：

H1：虛擬網紅特質對於品牌形象具有正向影響，成立。
H2：品牌形象對於購買意願具有正向影響，成立。
H3：虛擬網紅特質對於購買意願具有正向影響，成立。
H4：品牌形象對於虛擬網紅特質與購買意願具有中介效果，部分成立。

未來研究建議：
1. 研究問卷增設題項
2. 進行反向探討

With the rise of social media, virtual influencers have emerged like mushrooms after the rain, and their presence has been widely accepted by the public. These virtual influencers are an extension of human influencers and have enabled companies to develop unprecedented business strategies by using them as brand ambassadors rather than relying solely on “real” people. This study aims to investigate the impact 
of virtual influencer traits on purchasing intention, with brand image as a mediator variable, and to explore whether differences in brand image lead to differences in the relationship between virtual influencer traits and purchasing intention. Based on the literature, this study establishes a research framework and four hypotheses. An online survey method was used to collect 255 valid responses, and the data were analyzed using SPSS for Windows 10.0 to test the research hypotheses. The results partially support the four hypotheses, and the important conclusions are as follows:

H1: The positive impact of virtual influencer traits on brand image is supported.
H2: The positive impact of brand image on purchase intention is supported.
H3: The positive impact of virtual influencer traits on purchase intention is supported.
H4: The mediating effect of brand image on the relationship between virtual influencer traits and purchase intention is partially supported.

Future research suggestions:
1. Additional items should be added to the questionnaire for further investigation.
2. A reverse inquiry will be conducted to explore the topic from a different perspective.

目錄
目錄	I
表目錄	III
圖目錄	VIII
第一章	緒論	1
第一節 研究背景與動機	1
第二節 研究目的	5
第三節 研究範疇	5
第四節 研究流程	6
第二章	文獻探討	8
第一節 虛擬網紅特質	8
第二節 品牌形象	34
第三節 購買意願	56
第四節 變數之間的推論及假說	67
第三章	研究方法與設計	74
第一節 研究架構與假設	74
第二節 研究樣本對象	76
第三節 變數定義與問卷設計	76
第四節 資料分析方法	84
第四章	資料分析	87
第一節 敘述性統計	87
第二節 因素分析	94
第三節 信度分析	99
第四節 研究架構與假說調整	 100
第五節 相關性分析	 102
第六節 迴歸分析	104
第七節 階層迴歸分析	111
第八節 獨立樣本T檢定	114
第九節 變異數分析	115
第五章	結論與建議	120
第一節 研究結論	120
第二節 管理與實務意涵	123
第三節 研究限制與後續研究建議	124
參考文獻	 125
附錄：問卷	148

表目錄
表 2-1-1 虛擬網紅的定義	9
表 2-1-1 虛擬網紅的定義(續)	10
表 2-1-2 名人可信度量表	13
表 2-1-3 名人代言人選擇模型	14
表 2-1-3 名人代言人選擇模型(續)	15
表 2-1-3 名人代言人選擇模型(續)	16
表 2-1-4 虛擬網紅之人物特質設定與經歷	16
表 2-1-4 虛擬網紅之人物特質設定與經歷(續)	17
表 2-1-4 虛擬網紅之人物特質設定與經歷(續)	18
表 2-1-4 虛擬網紅之人物特質設定與經歷(續)	19
表 2-1-4 虛擬網紅之人物特質設定與經歷(續)	20
表 2-1-4 虛擬網紅之人物特質設定與經歷(續)	21
表 2-1-4 虛擬網紅之人物特質設定與經歷(續)	22
表 2-1-4 虛擬網紅之人物特質設定與經歷(續)	23
表 2-1-4 虛擬網紅之人物特質設定與經歷(續)	24
表 2-1-4 虛擬網紅之人物特質設定與經歷(續)	25
表 2-1-5 虛擬網紅代言人特質之衡量構面	26
表 2-1-5 虛擬網紅代言人特質之衡量構面(續)	27
表 2-1-6 虛擬網紅相關研究	        28
表 2-1-6 虛擬網紅相關研究(續)	29
表 2-1-6 虛擬網紅相關研究(續)	30
表 2-1-6 虛擬網紅相關研究(續)	31
表 2-1-6 虛擬網紅相關研究(續)	32
表 2-1-6 虛擬網紅相關研究(續)	33
表 2-2-1 品牌形象的定義	        38
表 2-2-1 品牌形象的定義(續)	39
表 2-2-2 品牌個性衡量構面	        42
表 2-2-2 品牌個性衡量構面(續)	43
表 2-2-2 品牌個性衡量構面(續)	44
表 2-2-3 品牌聯想衡量構面	        45
表 2-2-3 品牌聯想衡量構面(續)	46
表 2-2-4 品牌形象相關研究	        48
表 2-2-4 品牌形象相關研究(續)	49
表 2-2-4 品牌形象相關研究(續)	50
表 2-2-4 品牌形象相關研究(續)	51
表 2-2-4 品牌形象相關研究(續)	52
表 2-2-4 品牌形象相關研究(續)	53
表 2-2-4 品牌形象相關研究(續)	54
表 2-2-4 品牌形象相關研究(續)	55
表 2-3-1 購買意願的定義	        56
表 2-3-1 購買意願的定義(續)	57
表 2-3-2 購買意願衡量構面	        58
表 2-3-2 購買意願衡量構面(續)	59
表 2-3-3 購買意願相關研究	        61
表 2-3-3 購買意願相關研究(續)	62
表 2-3-3 購買意願相關研究(續)	63
表 2-3-3 購買意願相關研究(續)	64
表 2-3-3 購買意願相關研究(續)	65
表 3-3-1 虛擬網紅特質問項	        77
表 3-3-1 虛擬網紅特質問項(續)	78
表 3-3-2 品牌形象問項	        79
表 3-3-3 購買意願問項	        80
表 3-3-4 人口統計變項問項	        81
表 3-3-4 人口統計變項問項(續)	82
表 3-3-4 人口統計變項問項(續)	83
表 4-1-1 虛擬網紅性別次數分配表	88
表 4-1-2 虛擬網紅年齡次數分配表	89
表 4-1-3 虛擬網紅代言之產品類別次數分配表	89
表 4-1-4 受訪者性別次數分配表	90
表 4-1-5 受訪者年齡次數分配表	90
表 4-1-6 受訪者教育程度次數分配表	91
表 4-1-7 受訪者職業次數分配表	92
表 4-1-8 受訪者受虛擬網紅特質影響而購買商品／服務之平均月開銷次數分配表       92
表 4-1-9 受訪者近一年受虛擬網紅特質影響而購買商品／服務之消費頻率次數分配表   93
表 4-2-1 虛擬網紅特質之KMO值與Bartlett球形檢定結果	   95
表 4-2-2 虛擬網紅特質之因素分析	96
表 4-2-3 品牌形象之KMO值與Bartlett球形檢定結果	   97
表 4-2-4 品牌形象之因素分析	97
表 4-2-5 購買意願之KMO值與Bartlett球形檢定結果	   98
表 4-2-6 購買意願之因素分析	98
表 4-3-1 各構面之信度分析表	99
表 4-4-1 假設修正彙整表	        101
表 4-5-1 主構面之相關分析表	102
表 4-5-2 子構面之相關分析表	103
表 4-6-1 虛擬網紅特質對品牌形象迴歸分析表	104
表 4-6-2 虛擬網紅特質構面對品牌形象迴歸分析表	105
表 4-6-3 品牌形象對購買意願迴歸分析表	106
表 4-6-4 品牌形象對忠誠度迴歸分析表	106
表 4-6-5 品牌形象對消費意向迴歸分析表	107
表 4-6-6 虛擬網紅特質對購買意願迴歸分析表	108
表 4-6-7 虛擬網紅特質構面對購買意願迴歸分析表	108
表 4-6-8 虛擬網紅特質構面對忠誠度迴歸分析表	109
表 4-6-9 虛擬網紅特質構面對消費意向迴歸分析表	110
表 4-7-1 虛擬網紅特質與品牌形象對購買意願迴歸分析表	111
表 4-7-2 虛擬網紅特質構面與品牌形象對忠誠度迴歸分析表	112
表 4-7-3 虛擬網紅特質構面與品牌形象對消費意向迴歸分析表	113
表 4-8-1 受訪者性別對購買意願之差異分析	114
表 4-8-2 虛擬網紅性別對購買意願之差異分析	114
表 4-9-1 虛擬網紅年齡對購買意願之差異分析	115
表 4-9-2 虛擬網紅代言之產品類別對購買意願之差異分析	116
表 4-9-3 受訪者年齡對購買意願之差異分析	116
表 4-9-4 受訪者教育程度對購買意願之差異分析	117
表 4-9-5 受訪者職業對購買意願之差異分析	117
表 4-9-6 受訪者平均月開銷對購買意願之差異分析	118
表 4-9-7 受訪者消費頻率對購買意願之差異分析	119
表 5-1-1 本研究假設驗證之結果	120
表 5-1-1 本研究假設驗證之結果(續)	121

圖目錄
圖 1-4-1 研究流程圖	7
圖 2-2-1 品牌形象衡量構面圖	41
圖 3-1-1 研究架構圖	74
圖 4-4-1 研究架構調整圖	100

一、中文部分
百科知識，https://www.easyatm.com.tw/wiki/。
吳政文、陳律盛 (2012) 。大學功能性品牌形象、聲望性品牌形象對學生知覺品質之影響－以元智大學為例。運動與遊憩研究，6(4)，39-57。
吳泓哲 (2002) 。直接經驗與廣告對消費者認知、情感及行為意向之影響－以台灣國產品牌水果為個案研究。國立中興大學行銷學系碩士論文。
吳朝森、陳盈吉、莊英萬 (2013) 。遊客對於活動品牌形象及旅遊意願之研究。臺中科大體育學刊，9，57-65。
何雍慶、林美珠 (2006) 。品牌認同和品牌形象之關聯性研究－以公寓大廈管理服務業為例。東海管理評論，8(1)，231-265。
李居旺、王建興、聶喬齡 (2011) 。球隊認同、購買價值與美國職業冰球聯盟（NHL）周邊商品購買意圖之競爭模式研究。臺灣運動心理學報，19，49-67。
李家瑩、李淑美、徐絁瑀 (2020) 。從「玩」到完售：探討遊戲化機制對品牌依附及交叉購買意圖之影響。資訊管理學報，27(3)，265-290。
林念慈 (2003) 。以認知腳本理論探討人員接觸與顧客反應關係之研究---以高屏地區麥當勞為例。國立高雄第一科技大學行銷與流通理所碩士論文。
林南宏、王文正、邱聖媛、鍾怡君 (2007) 。產品知識及品牌形象對購買意願的影響－產品類別的干擾效果。行銷評論，4(4)，481-504。
林陽助、李宜致、林吉祥、許士賢 (2009) 。品牌形象、廣告訴求、口碑對購買意願影響之研究。Journal of Data Analysis，4(2)，163-197。
林碧霞（2007）。品牌形象及產品知識對購買意願之影響－價格折扣干擾效果之探討。大同大學事業經營學系(所)碩士論文。
洪敘峰、劉晏孜 (2009) 。節日形象認同感與涉入對於消費者性格特質及購買意圖之中介效果研究－以聖誕節為例。人文及管理學報，6，133-154。
高潔瑩、王又鵬、李潤楠 (2020) 。品牌形象、知覺價值以及品牌態度對購買意圖影響效果之探討。環球科技人文學刊，26，21-42。
桑郁婷、王又鵬、李潤楠 (2020) 。社群媒體特性對購買意圖影響效果之研究－以品牌認同為中介變數。屏東大學學報-管理類，3，53-88。
耿慶瑞、包倩華、朱彥綺 (2019) 。單純虛擬在場產品經驗對品牌態度及購買意圖之影響：以社交透明度與解釋層級為干擾變數。中山管理評論，27(2)，379-417。
徐丹桂、張秀惠、邱誌偉 (2017) 。商店形象、知覺價值與購買意圖相關性研究－以屈臣氏為例。管理資訊計算，6(1)，113-124。
浦心蕙、蕭涵中 (2012) 。電子口碑訊息來源可信度對旅遊產品購買意圖之影響。行銷科學學報，8(2)，97-115。
陳小芬、周苓棋 (2021) 。電商直播之購買意圖研究－賦能理論觀點。資訊管理學報，28(3)，281-306。
陳仕弦 (2013) 。品牌形象、服務品質、滿意度、忠誠度對再購買意願之影響─以智慧型手機為例。虎尾科技大學資訊管理研究所碩士論文。
陳美如、蔡精育、宋鎧、范錚強 (2012) 。線上口碑對消費者購買意圖之影響－網路論壇的實驗研究。中山管理評論，20(2)，441-475。
郭嘉珍、劉財龍 (2021) 。社會責任與品牌形象對購買意願之影響。大仁學報，55，17-35。
張源誠（2011）。電視購物代言人特質與消費者知覺風險之研究。臺南科大學報
  （人文管理），30，171-191。
曾義明、陳慧貞 (2008) 。品牌之全球化知覺之形成因素與購買意圖之研究。行銷評論，5(4)，451-480。
黃少章 (2010) 。品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買意圖關係之研究。運動傳播學刊，3，130-148。
黃翠瑛、吳國偉、洪瑋隆、曾妙蓮、楊曜銘、林立婕 (2009) 。巧克力產品的品牌形象、顧客價值對品牌忠誠度之研究。台灣農學會報，10(3)，214-224。
黃讌晴（2020）。網紅個人特質及產品品牌形象對購買意願之影響―以參考群體為調節變數之探討，東華大學碩士論文。
鄭宗興、羅金英、謝宜璋、連章宸 (2020) 。房仲業品牌形象與品牌忠誠度研究。健康產業管理期刊，5(1)，20-39。
賴建都 (2009) 。國產水果品牌形象設計曁行銷推廣之研究。中華印刷科技年報，423-440。
魏文欽、潘怡如 (2009) 。化妝保養品品牌形象、顧客忠誠度與口碑傳播相互關係之實證研究。International Journal of Lisrel，2(1)，38-56。
蔣沁芬（2019）。廣告代言人特質對品牌形象及消費意願影響之研究－以女性內衣產品為例。嶺東科技大學企業管理系碩士論文。
羅淑芳 (2014) 。文化創意品牌形象與環境氛圍對消費者購買意願影響。行銷評論，11(3)，203-225。

二、英文部分
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Aaker, D. A. (1996). Building Strong Brands, The Free Press, New York, NY.
Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
Abidin, C. (2016). Visibility labour: Engaging with influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86-100.
Adam, M. A., & Hussain, N. (2017). Impact of celebrity endorsement on consumer buying behavior. British Journal of Marketing Studies, 5, 79-121.
Allwood, H. E. (2018). An AI Insta it-girl was at the Prada show – but WTF does that mean?. Dazed. Collected 2022-06-22, Available at: https://www.dazeddigital.com/fashion/article/39171/1/ai-insta-it-girl-lil-miquela-was-prada-aw18-show-but-wtf-does-that-mean
Apejoye, A. (2013). Influence of celebrity endorsement of advertisement on students’ purchase intention. Mass Communication and Journalism, 3(3), 1-7.
Arnould, E., Price, L., & Zinkan, G. (2005). Consumers. Singapore: McGraw-Hill/Irwin.
Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude organization and attitude-behavior relationship. Journal of Personality and Social Psychology, 37(1), 913-929.
Barnett, D. (2019). 5 Top Influencer Marketing Trends. Fashion and Beauty Monitor. Collected 2022-06-22, Available at: https://www.fashionmonitor.com/blog/5-Top-Influencer-Marketing-Trends-for-2019/p0
Batista da Silva Oliveira, A., & Chimenti, P. (2021). “Humanized Robots”: A Proposition of Categories to Understand Virtual Influencers. Australasian Journal of Information Systems, 25, 1-27.
Batra, R., & Homer, P. M. (2004). The situational impact of brand image beliefs. Journal of Consumer Psychology (Taylor & Francis Ltd), 14(3), 318-330.
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183-194.
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